Comcast plays catch up with Turner VOD deal

Comcast has inked a deal with Turner Broadcasting Systems that provides its subscribers the ability to “catch up” on complete current and past seasons from Turner’s roster of networks.

The deal provides more fodder for Comcast Xfinity binge viewers by including “stacking rights” for shows on TBS, TNT, Adult Swim, CNN, Cartoon Network and truTV via Comcast’s VOD platform. Instead of offering access to some shows shortly after they first air, Comcast is building up its VOD portfolio by stacking up full seasons of past and current shows.

The agreement also included dynamic ad insertion on the Turner programming across TVs, computers and smartphones. The ads will run as inventory for the 2014-2015 upfront season.

“This new agreement expands our existing relationship with Comcast and furthers our combined commitment to provide the customers we both serve with more popular programming from Turner’s portfolio of leading networks,” said David Levy, president of Turner Broadcasting System, Inc. “We all know viewing habits continue to evolve. VOD is a great way to help grow our audience and introduce new viewers to our programming and it also serves as another opportunity for advertisers with their targeted brand messages.”

“Comcast and Turner Broadcasting have a long-standing relationship built around bringing viewers all the content they want to watch, anywhere they want to watch it.” said Matthew Strauss, senior vice president and general manager, video services, Comcast Cable. “Xfinity On Demand is a go-to source for customers who want to catch-up and stay current on their favorite TV shows and the addition of Turner’s original programming only enhances the platform. With more than 400 million hours of total viewing each month, our platform also has demonstrated the ability to build new audiences, lift C-3 ratings, and provide a variety of new advertising opportunities such as dynamic ad insertion and On Demand Commercial Ratings.”

Last month Comcast provided proof for the power of its on demand platform when it said this year’s edition of its Xfinity Watchathon Week set records for VOD consumption with 61 million views and 50 million hours of spend binging. It also helped improve ratings for some shows.